Create a strategic market-entry plan for the successful introduction of the Sleep Outfitters brand into the Knoxville area. We were focused on driving sales during the event and attracting customers to new stores.
THE KEY INSIGHT:
Typically, mattress brands are very promotional, especially with Grand Openings. We knew we had to take a totally different approach and emphasize a better shopping experience, which is what sets Sleep Outfitters apart.
Our plan had three phases:
Planning and Market Softening (60 days out)
Customer Activation (Grand Opening + 4 weeks)
Customer Momentum (several months beyond launch)